The sales funnel is a popular concept, but the truth is that a customer's journey often doesn't follow a clear progression of defined steps, writes Jeff Perkins. "That's why I think the sales funnel may be more like a cocktail shaker," he writes. "Customers gets dumped in, swirled around in information for a period of time and then get poured out." For this reason, it's important to include compelling content on your website and to act quickly when a potential customer shows interest, he writes.

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